Our Home Care growth strategy is to deliver exceptional consumer experiences with unmissable brand superiority and innovations delivered through relentless focus on science and technology.

We are committed to providing our consumers with the right price-value equation in the dynamic context of commodity cycles that will help drive competitive growth for us.

We have a stable of leading Fabric and Household Care brands that are:

Superior

Sustainable

Provide great value

Product superiority has been our greatest strength.

We will continue to focus on our market-making and premiumisation strategy by strengthening our portfolio across price tiers in core formats like bars and powders and building liquid formats across all Home Care categories. We will build our portfolio in the fast-growing Modern Trade and e-Commerce channels to address the emerging needs of our consumers. We are also on a journey to ensure that our product packaging and formulations are planet positive.

Deepak Subramanian  Executive Director, Home Care

anuradha-razdan

Review of the year

Our Home Care business grew 3% in FY’24, on a very strong base of 28% in FY’23.

During the year, the business witnessed softening of commodities. We worked with agility to provide consumers with the right price-value equation. We continued to invest behind our brands to enhance product superiority and strengthen brand power. 

₹21,900 Cr

Revenue

₹4,033 Cr

EBIT

18%

Segment Margin

Fabric and Household Care grew volumes in mid-single digit with a negative price growth.
Water Purifier business grew in mid-single digit during the year.
Premium portfolio consisting of premium washing powders, washing liquids and dishwash liquids have continued to clock strong growth on the back of sustained market development activities.

Growing the core

Weaving purpose and brand superiority into our ethos, we are ensuring every action and communication drives meaningful engagement, amplifying brand salience.

Strengthening our flagship brand

Surf excel, crossed the milestone of $1 billion mark last year and continues to be a trusted ally for parents, nurturing kids by instilling values such as kindness, empathy, and helpfulness, while advocating its philosophy of ‘Daag achhe hain’. Surf excel with its purpose to ‘enable kids to be their inner best’ has moved beyond mere success to foster holistic growth.

Best value for money brand1

Wheel, our mass-tier fabric cleaning brand, remains committed to its purpose of evoking freshness in both, thought and attire. With its latest communication titled 'Taqatvar', Wheel reinforces the message that real progress stems from the collaborative efforts of both partners in a household.

1 As per Exchange4Media’s Pitch Top 50 brands of India

Empowering individuality and embracing authenticity

Rin, our key mid-tier brand, moved from a world of showing progress-seekers to a world where we celebrate pathbreakers who shine limitlessly and who are creating their own unique identity.

Democratising household chores

Our leading dishwash brand, Vim, has embarked on a mission to democratise household chores, making dishwashing accessible to all. We continued to promote the idea of chore ownership through compelling narratives of 'Apne Bartan Apne Aap’ and thought- provoking communication across media channels.

Market making & premiumisation

Fabric Care
Household Care
Water Purifier

Channels of the future

Winning in e-Commerce and Modern Trade is pivotal to winning with Indian affluent consumers. This entails strategic alignment, collaborative category initiatives and curated events with all players.

Q-Commerce continues to be a key growth catalyst and our focus remains on expanding Home Care category profitably alongside our partners.

With our Design For Channel (D4C) strategy we ensure that we are following the shopper seamlessly in their omni-channel purchase journey.

Towards a clean future

We are leading our industry towards a cleaner future through the power of science and innovation.

We hosted a two-day event called ‘Clean Future Summit’ in August 2023 to foster industry-wide commitment on sustainable practices around emissions across the value chain.

We continue to invest in research and development to include recycled plastics in our flexible packaging. Currently, Comfort Fabric conditioner and Rin Liquid is packed in bottles containing 70% recycled plastics (PCR). Similarly, Vim liquid dishwash bottles contain 50% recycled plastic.

Did you know?

During the Clean Future Summit, 18 of our partners signed the ‘Climate Pledge’, demonstrating their commitment to a
net-zero journey.

Our brands

Fabric care

Household care

Water purifier

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We achieved a significant shift in consumer preferences, successfully transitioning them from mass detergent bars and powders to premium options, and from premium powders to liquid detergents.

Surf excel liquid continued to build superiority in the market through its new enhanced stain removal proposition of 'Removes tough dried stains, 1st time in machine'. Rin detergent liquid offers brightness & sensorial freshness as the key benefit.

Comfort continued to expand its offering through innovations like Intense fabric conditioner for athleisure wear and super sensorial range.

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Vim liquid's relaunch emphasises superior odour removal with completely new packaging and strong and persuasive communication that ‘Vim Liquid removes tough odour in one wash’.

Vim also launched two premium variants in its liquids portfolio, Pure Lemongrass and Tangerine, which are plant-based formulations with compelling communication and easy to use packaging. The new Vim Shudhham addresses the challenge of cleaning intricate corners of copper and brass vessels with a 100% perfect shine promise.

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Pureit has expanded its portfolio with the introduction of the Pureit Revito Series, a premium offering in the RO+UV segment.

Powered by DURAVivaTM – a best-in-class filtration technology certified by the Water Quality Association (WQA) for heavy metal removal – the Pureit Revito Series ensures maximum purification capacity, water conservation, and enrichment with essential minerals.